Hey friend!

This might seem blasphemous in 2024, but social media isn't the best place to build your audience right now.

And this is coming from a guy who posts content five days a week on LinkedIn.

But hear me out...

I've seen firsthand how relying solely on social media can feel like a never-ending battle.

• Algorithms change
• Posts get buried
• And the constant demand for new content is overwhelming.

It's exhausting. And the returns don't always justify the effort.

Can I get an amen?!

Imagine investing all that time and energy into a platform, only to have your reach slashed overnight because of an algorithm update.

I've been there.

Or seeing your audience engagement plummet as your posts quickly disappear from their feeds.

I've been there, too.

It’s frustrating. And it’s why I’m passionate about building more sustainable, multi-channel distribution strategies.

You don't need a million channels, but you need the right ones.

In this newsletter, I’ll dive into why depending solely on social media is risky and how diversifying your content distribution can lead to more stable, long-term growth.

Get off the content hamster wheel for good...

As a marketer, one of the most important things I've learned is that you can't excel in a silo.

My best (and most fun moments) came when I had a group of marketers in my circle for accountability and support, to learn from, and to grow with.

And this is why I started the Distribution First community.

It's a place to connect with like-minded marketers to follow a proven roadmap of success and get the support you need to build and scale your content engine without burning out.

For more information, hit this link.

Now, onto our regularly scheduled programming...

1. Algorithm dependency

Social media algorithms are unpredictable and constantly changing.

One tweak can drastically reduce your content’s reach, leaving you scrambling to adapt.

When you put all your eggs in the social media basket, you’re at the mercy of these platforms.

They control who sees your content, when they see it, and how often.

This lack of control can derail your entire content strategy overnight.

2. Micro lifespan

Content on social media has a very short shelf life.

Tweets, posts, and stories disappear within hours.

Sometimes your content is gone within minutes.

This means you need to constantly publish content to stay relevant.

It’s a never-ending cycle that can lead to burnout and content fatigue. For you and your audience.

This is one of the main reasons I preach content repurposing. If we're going to feed the beast, let's do it in the most efficient way possible.

3. Limited audience engagement

Social platforms are crowded spaces where attention is scattered.

And while social media can help you reach a large audience quickly, the level of engagement and quality of connection you can achieve is often limited.

Think about the difference between liking a tweet and listening to a full podcast episode.

100 listens to your show is infinitely more valuable to you than even 1000 views on your social content.

It's not always about bigger numbers.

4. Risk of platform changes

Social media platforms can change their policies, features, or even shut down entirely.

Not that anything like that has ever happened *cough* Twitter *cough*

But remember Vine, Clubhouse, and Threads?

Anyone who built up a following on those platforms was quickly left in the dust when they shut down, got bought up, or copied.

Diversifying your distribution channels can protect you when something crazy happens.

5. Lack of a distribution strategy

A well-rounded content distribution strategy goes way beyond social media.

It includes SEO, email newsletters, owned communities, and more.

By spreading your content across multiple channels, you increase its visibility, lifespan, and engagement potential.

Instead of putting all your trust in social media, focus on building a multi-channel distribution strategy.

This way, you control the narrative, diversify your investments, and own the relationship with your audience.

Have a great week! 👊

Justin

Founder, Distribution First

Here are 5 ways I can help you...

#1: Want to leverage my proven content remix strategy to grow your content engine without constantly starting from scratch? >>> Discover more here

#2: Have you listened to the Distribution First Podcast? I'm putting a ton of effort into creating a show that doesn't just help you create great content, but gets the most out of it after you hit publish. I think you'll like the show and smart marketers that come on to chat.

#3: Join a community of experienced, active-minded, and smart peers. My Distribution First membership Includes monthly workshops, group coaching, and more. Level up your skills (and hang out with cool, smart people).

#4: Get 1:1 coaching: Meet with me one-on-one to optimize your distribution strategy toward brand building and conversion. If you want specific help beyond a group setting, this option is for you. >>> Schedule an intro call.

#5: Advising for B2B SaaS and agencies: I'll become an extension of your team over 90 days. This is implementation-focused. I will be doing some of the work with you, and then giving you clear guidance on each step for your part to build your distribution engine. >>> Schedule an intro call.